南京学信商务咨询有限公司竞争战略研究

发布时间：2018-02-02 04:07

本文关键词： 公司战略消费金融分期付款集中化战略　出处：《南京大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来,个人消费金融业务在我国得到了迅速发展,并初步形成了以婚庆、装修、旅游、教育、综合消费等多种贷款品种并存的消费贷款业务体系。除了现有的四家消费金融公司涉足这一行业外,各大银行也加大了在个人消费贷款方面的投入；随着国务院“新36条”鼓励民间资本进入金融领域,越来越多的P2P信贷平台涌现出来,一些P2P借贷平台也关注到了个人消费贷款的巨大需求。南京学信商务咨询有限公司(以下简称“南京学信”)做的就是搭建这样一个信贷平台,在这个平台上发生的借贷行为限定于教育培训领域,客户可以通过分期付款的方式来解决个人教育发展资金缺口,南京学信希望让每个想接受教育和培训的人都可以通过自身的信用来实现“学习改变命运,信用成就人生”的梦想。本文首先明确了企业战略的理论和战略决策的重要性,然后就分析对象南京学信的竞争战略进行了探讨和分析,运用企业管理的知识,采用迈克尔·波特五力竞争模型和SWOT分析方法,最终确定采取集中化战略是符合南京学信现阶段能力及外部机会的准确竞争战略,随着战略目标的确定,针对公司产品、价格、渠道等策略的设计和调整能够有助于公司战略的实施和控制,为完成将南京学信打造成为国内领先的教育培训行业分期付款专家的战略愿景提供有意义的参考。本文选取南京学信的竞争战略作为研究内容,笔者希望通过自己的努力能为P2P信贷和教育培训的分期付款行业的健康可持续发展尽一点力；本文的研究结论来自于一家刚刚创业的P2P公司,也希望能对于国内同行业以及创业初期的其他企业的战略选择和调整提供借鉴和参考意义。
[Abstract]:In recent years, the personal consumption finance business has been developed rapidly in our country, and has formed preliminarily by wedding, decoration, tourism, education. In addition to the existing four consumer finance companies involved in this industry, the major banks have also increased their investment in personal consumption loans; With the State Council's "new 36" to encourage private capital into the financial sector, more and more P2P credit platforms emerged. Some P2P lending platforms are also concerned about the huge demand for personal consumer loans. Nanjing Xuexin Business Consulting Co., Ltd. (hereinafter referred to as "Nanjing Learning letter") is to build such a credit platform. The lending behavior on this platform is limited to the field of education and training. Customers can solve the financing gap of individual education development by installment payment. Nanjing Xuexin hopes that everyone who wants to receive education and training can "learn to change their destiny" through their own credit. This paper first clarifies the theory of enterprise strategy and the importance of strategic decision, and then discusses and analyzes the competitive strategy of Nanjing Xuexin, which is the object of analysis, and applies the knowledge of enterprise management. Using Michael Porter's five-force competition model and SWOT analysis, the final decision to adopt a centralized strategy is an accurate competitive strategy that conforms to Nanjing's current capacity and external opportunities, along with the determination of strategic objectives. The design and adjustment of the company's product, price, channel and other strategies can be helpful to the implementation and control of the company's strategy. In order to complete the strategic vision of Nanjing Xuexin to become the leading domestic education and training industry installment payment expert, this paper selects the competitive strategy of Nanjing Xuexin as the research content. The author hopes that through his own efforts for P2P credit and education and training installment payment industry to contribute to the healthy and sustainable development; The conclusion of this paper comes from a new P2P company. It also hopes to provide reference and reference for the strategic choice and adjustment of other enterprises in the same industry and early stage.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F832.39

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